WDA Experience The Cycle Show’s New Marketing Initiative!

Canyon TT Cycle SHow

Having read all about the Cycle Show’s new cycle marketing initiative, WDA were keen to experience their ‘Triple F’s’ concept first hand at this year’s event held at the NEC Birmingham.

‘Triple F’ refers to Families, Females and First timers, and is part of a familiar ongoing movement to make cycling more accessible and inclusive.

WDA’s work within the sector has reflected cycling’s increasing mass market appeal, especially the work we do with local authorities promoting cycling amongst a range of diverse audiences including schools, females, businesses (encouraging commuting) and the physically impaired.

To achieve this, the show placed a strong emphasis on audience engagement, with plenty of opportunities for show-goers to get involved with the action, from stationery cycle challenges to e-bike track laps and a Cube sponsored kids test zone.

There was also an excellent Women’s Hub area which gave female riders a platform to share their experiences during a whole series of spots which ran throughout each day. We listened to an inspirational (and funny) talk from female cycle ambassador Anna Glowinski about how she first got into cycling, before building a world-class cycle apparel brand on graduating from University (having studied History!) to later hosting the Bike Channel before it ceased broadcasting last year.

Transition cycle show

The show was an excellent opportunity to take a look at new products and new trends within the sector. There were lots of fat tyres and big clearances on display to cater for the growing gravel/cross biking audience, and amongst the now familiar electric bike stands, we noticed e-Bikes for the road starting to really come through.

Fantic ebike

Pinarello had a strong presence again this year occupying the same large floor area as last, and with some of the Tour stars team bikes on display including Froomeys Sky bikes, and a pretty cool Grand Tour trophy cabinet.

pinarello Froomey

WDA’s MSRT branded Ford’s were on display promoting the MSRT leasing division, as well as client Fuchs who were launching their new cycle specific range.

Elsewhere it was good to catch up with Ben who was manning the Cycloc stand. A fresh, sophisticated and multi design award-winning bike storage range. It’s a product which WDA definitely needs to get installed in our design studio for our display track bike.


We were also able to catch up with client Black Mountain who while not exhibiting this year were able to report that their new and revolutionary range was taking off in a big way. Read how WDA helped create the brand here.

If you would like to chat about how WDA can help drive business for your cycle brand, please get in touch.

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